Welcome to[ ]Dr. Myrza Rahmanita, SE, M.Sc

Public Relations - Introduction

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PROMOTING PRODUCT PUBLIC RELATION

FIRST LET’S WE SEE ABOUT

The Definition of Public Relations

Definitions for public relations differ widely, but the definition by Hilton International may best fit the hospitality industry.

THE PROCESS BY WHICH WE CREATE A POSITIVE IMAGE AND CUSTOMER PREFERENCE THROUGH THIRD-PARTY ENDORSEMENT

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PUBLIC RELATIONS (PR) IS AN IMPORTANT TOOL THAT UNTIL RECENTLY WAS TREATED

AS A MARKETING STEPCHILD. PR is moving into an explosive growth stage

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COMPANIES ARE REALIZING THAT MASS MARKETING IS NO LONGER THE ANSWER TO SOME OF THEIR COMMUNICATION NEEDS

SECOND, LET’S WE SEE ABOUT

The Promise of Public Relations

ADVERTISING COSTS CONTINUE TO RISE, AUDIENCE REACH CONTINUES TO DECLINE,

AND CLUTTER REDUCES AD IMPACTSales promotion costs have increased as channel intermediaries

demand lower prices and better commissions & deals.

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PERSONAL SELLING CAN COST OVER

$500 A CALL

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IN THIS ENVIRONMENT, PUBLIC RELATIONS HOLDS PROMISE AS A

COST-EFFECTIVE PROMOTIONAL TOOLcreative use of news events, publications, social events, and

other PR techniques offer a way to distinguish companies and their products from their competitors

LAST, LET’S WE SEE ABOUT

The Introduction of Public Relations

THE PR DEPARTMENT IS TYPICALLY LOCATED AT CORPORATE

HEADQUARTERS, WITH STAFF IS SO BUSY DEALING WITH VARIOUS PUBLICS THAT PR SUPPORT FOR

MARKETING OBJECTIVES TENDS TO BE NEGLECTED. Many chains have corrected this by hiring local PR Managers

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IN THE PAST IT WAS COMMON FOR THE MARKETING FUNCTION AND PR FUNCTION TO

BE HANDLED BY TWO DIFFERENT DEPARTMENTS WITHIN THE FIRM today these two functions are increasingly integrated

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Marketing for Hospitality and Tourism, Fifth Edition

By Philip Kotler, John Bowen and James Makens

© 2010 Pearson Higher Education, Inc.

Pearson Prentice Hall - Upper Saddle River, NJ 07458

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SOURCE BY:MARKETING FOR HOSPITALITY AND TOURISM,

FIFTH EDITIONBY PHILLIP KOTLER, JOHN BOWEN, AND JAMES MCKEN

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